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Rogers’ diffusion of innovations Model According to Rogers, “Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system” Rogers Diffusion of Innovations (1995) is a framework of change and work as an excellent guide for practitioners. It consists of five variables that determine the rate of adoption of innovations:1. Attributes of innovations2. Type of innovation- Decision3. Communication channel4. Nature of the Social System5. Extent of change Agents’ Promotion.
Variables Determining the Rate of Adoption of Innovations •The degree to which an innovation is perceived as better than the idea it Relative supersedes. advantage •The greater the perceived relative advantage of an innovation, the more rapid1. Attribute of innovations its rate of adoption. •the degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. Compatibility •The degree to which an innovation is perceived as difficult to understand and Complexity use. •the degree to which an innovation may be experimented with on a limited basis. If an innovation is trialable, it results in faster adoption. Trialability •the degree to which the results of an innovation are visible to others. The easier it is for individuals to see the results of an innovation, the more likely Observability they are to adopt.
Variables Determining the Rate of Adoption of Innovations Collective Optional Innovation can be adopted or rejected by either an Authority individual members or the entire social system 2. Type of innovation –Decision
Variables Determining the Rate of Adoption of Innovations 3. Communication Channel Communication is “the process by which participants create and share information with one another in order to reach a mutual understanding.” Diffusion is specific type of communication to exchange a new idea with one or several others. Communication channel: is the means by which massages get form one individual to another. Two types: Mass Media or interpersonal
Variables Determining the Rate of Adoption of Innovations4. Nature of the Social SystemA social system is defined as a set of interrelatedunits that are engaged in joint problem solving toaccomplish a common goal.Diffusion occurs within a social system.The social structure affects the innovations diffusionin several ways: The social system constitutes a boundary within which an innovation diffusion. System norms. Roles of opinion leaders and change agents. Types of innovation decisions and consequences of innovation. (Rogers, 1995)
Variables Determining the Rate of Adoption of Innovations5. Extent of change Agents’ promotion efforts:Change agents are people who introduceinnovations into a society (workplace) thatthey expect will have consequences thatwill be desirable, direct, and anticipated.They are the invisible hands that turn visioninto actionChange Agents should have the knowledge,skills and tools to implement change in theworkplace or society.Change Agents have the ability to achieveresults through facilitating groups ofpeople through a systematic processes todevelop, organize, and sell new ideas.
Main Elements in the Diffusion of innovationsThe Innovation: is new idea,practice such as training andinstruction to the individuals. Communication Channels: isdiffused through certain channelsand then adopted Sharinginformation top to bottom, bottom totop etc. Who are the key players?Time :Decision process in which aninnovation is adoptedA Social System Members of thatsociety engaged to accomplish acommon goal (people and theorganization).
ReferencesEllsworth, J. B. (2000). Surviving change : A survey of educationalchange models. Syracuse, N.Y.: Clearinghouse on Information &Technology, Syracuse University.Rogers, E. (1995). Elements of diffusion. In Diffusion of innovations(4th ed., pp. 1-37). New York, NY: The Free Press.